The Challenge

A category-defining haircare icon was fading from culture. As challenger and influencer-founded brands built relevance and resonance, John Frieda needed to reinvent its equity, re-enter the conversation, and reclaim its place as an icon.

The Solution

Reclaiming iconic status with purpose-driven haircare tied to trends. 

Our goal was to re-establish John Frieda as a credible, affordable, problem-solving haircare brand, addressing real concerns from frizz to night-time care, informed by cultural trends and seasonal pain-points.

We built the global playbook, executed it globally, and empowered local markets to deliver consistent execution.

Grounded in real hair concerns and consumer behaviour, the global playbook set clear direction for how John Frieda should show up in culture. Our team owned global content production, channel management and HairTok engagement, while empowering local markets to execute.

In-house agency creators and regional influencers produced locally relevant content with a sub-24-hour turnaround.

Anchored across four always-on content pillars covering style tips & hacks, stylist looks, transformation stories and behind-the-scenes brand access, designed to entertain, educate and build brand credibility.